| Başlık | Puckwell |
| Haftanın | Wieden + Kennedy |
| Kampanya | Puckwell |
| Reklamcı | Electronic Arts Inc. |
| Marka | EA Sports |
| Posted | Eylül 2007 |
| Ürün | NHL '08 |
| Sektör | Video Games/Consoles |
| Slogan | It's in the game. |
| hikaye | Shot entirely in game footage, and featuring a take on the 1980s Rockwell hit Somebodys Watching Me, this spot illustrates how the newly-improved AI of the players has changed from NHL 07 to NHL 08. Juxtaposing the aggressive nature of hockey with the melody, lyrics and voice of the player who sings it, the spot shows offensive players always glancing around them, aware that theyre being stalked by defenders. Their usual maneuvers arent working anymore. Eric Staal, cover athlete of the game, eventually swoops in and crushes a defender not paying attention. |
| Sorun | To create momentum and a high level of excitement around the launch of NHL 08, and introduce the gaming community to the new and innovative AI element in the game. |
| Medya Türü | Television |
| Süre | |
| Post Prodüksiyon | Joint Editorial House |
| Ses Post Prodüksiyon | Joint Editorial House |
| Ses Tasarım Şirketi | Joint Editorial House |
| Yaratıcı Yönetmen | Jose Cabaco |
| Yaratıcı Yönetmen | Tim Wolf |
| Reklam Yazarı | Ross McSweeney |
| Sanat Yönetmeni | Jason Berry |
| Müşteri Direktörü | Steve Barry |
| Müşteri Temsilcisi | Victoria Krueger |
| Ajans Prodüktörü | Jessica Staples |
| Yaratıcı Yönetmen | Jelly Helm |
| Yaratıcı Yönetmen | Steve Luker |
| Prodüktör | Ben Grylewicz |
| Müzik Şirketi | HUM |